It’s no coincidence that a band called The Who wrote a song called “Who are you?” Or maybe it is. We don’t know. But we do know this: your brand identity system—logo design, style guide, brand architecture, etc.—must be ruthlessly carved out of purpose. There should be a reason behind every aspect of your identity. The color. The font. The mark. Otherwise, your audience will be as confused about your brand as we are about classic rock.

—Brokaw, Inc.

What can I say, they understand! One of my favorite things about Brokaw is that the creatives here really have a handle on how to establish a brand. Whether it’s a witty restaurant or a beautiful, historic cemetery, this insanely talented team cuts right through all the blah blah that may cloud a brand’s identity and they transform it into a well-crafted and clear personality that is bound to connect with their target market. They just get it.

As a designer, I have always loved the expert-level sudoku puzzle that is brand identity work. The research it takes to find out hidden bits of information and history, the sketching and transformation of marks, the hunt for the perfect typeface that not only tells a story but also truly speaks to a brand’s personality. It’s one of the reasons I became a designer: I love the challenge.

I’m now in the eighth week of my Broternship and I’ve gotten the amazing opportunity to be a part of the team that takes a client through the identity design process. We’ve researched other business competitors in the area, brainstormed potential names, established what the brand will feel like and provide their customers, and we’re now in the stage of establishing the “look” of the company. It’s so exciting to have my own sketches considered for an actual place that’s actually opening in Cleveland soon!

As I’m designing, I love to look for design inspiration from sites like Pinterest and Behance. Here are a few of my favorite branding suites that I’ve gathered to my collection:

Follow the Rabbit

Verde

Honeywood

My final words on branding:

Great branding isn’t just slapping your logo on a few pieces and calling it a day. Making a system work together well enough to tell the story of a brand is hard work, but if you get it right it’s magical.